Several Chinese online video service providers including LeTV, Tencent, PPLive, Xunlei, Baofeng, and Joy.cn have jointly established an ‘Online Cinema Licensing Alliance’.

If any alliance member obtains the online broadcasting rights to a film or TV series, they will permit other alliance members to release said content on their premium content platforms. All members will release the content at the same time, with the same picture quality and at the same price.

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